老年人人口首破3亿，食品品牌怎么抓住红利，做适老化产品？

Core Viewpoint - China has entered a moderately aging society, with the population aged 60 and above reaching 310 million in 2024, accounting for 22% of the total population [1][2]. Group 1: Demographics and Market Trends - The silver-haired group, defined by Kantar as individuals aged 40 and above, is reshaping the consumer market with a youthful mindset [4]. - In 2024, the total sales of silver-haired households in first to fifth-tier cities grew by 9%, surpassing the overall fast-moving consumer goods sales growth of 1.7% [5]. - The silver-haired population is characterized by a desire to live for themselves, a rich social life, and a strong focus on health management, especially among those aged 50 to 60 [5]. Group 2: Consumption Behavior and Preferences - The silver-haired group shows a strong preference for high-quality, nutritious food, with 12% indicating a desire for "eating less but better" [6]. - There is a misconception that older consumers prefer bland food; however, they still prioritize taste, favoring lighter flavors such as fruit juices and teas [7]. - The silver-haired population is particularly concerned about gut health, leading to a demand for probiotics and functional dairy products [7]. Group 3: Product Development and Marketing Strategies - Brands should consider three strategies to enhance product value for the silver-haired group: creating dedicated product lines, adapting existing products for older consumers, and increasing applicable scenarios for products [6]. - Marketing strategies should focus on raising awareness through social circles, emphasizing ingredient transparency, and utilizing both online and offline channels for sales [9]. - The silver-haired economy represents a burgeoning industry that can drive economic growth and provide new opportunities for the food and beverage sector [9].